Forma serves pizza with a slice of culture
This new pizzeria in Dubai is guaranteed to become a favourite spot in Dubai soon.
Dubai is no stranger to good pizza. From favourites like Pitfire Pizza and Blu Pizzeria to name a few, the city has its fair share of places serving up cheesy goodness. And now another exciting restaurant has entered the roster, say hello to Forma.
Located within the artsy Al Safa Art and Design Library on Al Wasl Road, Forma is more than just a pizza joint. The space not only offers a laid-back spot for you to enjoy but do it while devouring artisanal pizzas and pieces, and coffee.
Step into a space that's as much about vibe as it is about food. Imagine stepping out of Jumeirah's public library and right into a with handcrafted pies and specialty coffee. Yep, it's that kind of place.
Forma is designed as a stylish cafe-meets-pizzeria that merges art and flavour. Situated next to the Jumeirah public library, the venue follows the same notes with its shelves, artsy details and minimal aesthetics. Cosy indoor corners and breezy outdoor seating will ensure that this place is perfect. From solo reading sessions to group pizza outings, this is where it's at.
Forma's pizza menu includes tons of delicious options. While Margherita and Pepperoni-like classics grace the menu, it also offers unique tastes such as Bacon Pistachio, Hot Chicken and Miso Corn. Apart from pizza, you can indulge in the Burrata Poppers and Crispy Prawn to name a few. Pair these up with signature sips and desserts that'll make sure you keep coming back for more.
Forma is backed by Belhasa Hospitality, which is also the brains behind NAC, Berenjak, and many others. So expect this new venture to draw in massive crowds too.
With an artsy space, laid-back ambiance, and a flavour-packed menu, Forma is set to become a new favourite for all.
GO: Follow @formauae on Instagram for more information.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
16-05-2025
- Campaign ME
Do premium screens deliver premium results?
While premium cinema screens deliver powerful audience engagement year-round, something truly exceptional happens during GCC's hottest months. As temperatures soar past 45°C, premium cinema environments dramatically amplify their appeal, creating an unparalleled opportunity to connect with the region's most valuable consumers when their attention is most focused and receptive. Beyond impressions: The attention economy Let's be honest about what's happening in advertising today. We're drowning in impressions but starving for attention. When was the last time you truly watched a pre-roll ad without reaching for the skip button? How often does your audience scroll past social media ads in milliseconds? Now compare that with cinema – where audiences have not only paid to be present but have committed their undivided attention to the big screen. According to our campaign measurement platform, a typical summer season (ranging from May-August) packed with major tentpoles delivers on average more than 15 million admissions across our circuit – which is simply put, 'Super Bowl-like impressions' week after week. But unlike fragmented channels, cinema delivers these impressions with something increasingly rare: guaranteed attention in a premium environment. What drives this exceptional attention quality? The psychological context: cinema audiences are in a receptive state, having chosen to invest both time and money in the experience. This isn't passive consumption – it's active engagement with content they've specifically selected and anticipated. The premium paradox Here's the disconnect that continues to baffle: Brands invest heavily in creating premium products because they understand consumers willingly pay more for quality. Their entire business model depends on this premium positioning. Yet these same brands – often guided by their and their media agencies' focus on cost efficiency metrics – hesitate to apply this premium philosophy to their media choices. Marketers and agencies excel at optimising for CPMs, reach and performance, but sometimes lose sight of the environment where their carefully crafted messages should appear. They market luxury products through discount media channels, creating a fundamental disconnect between brand promise and brand experience. You wouldn't showcase your flagship product in a bargain basement environment. So why risk your premium brand's reputation by prioritising cheap impressions over quality engagement? This is where forward-thinking marketers and agencies are beginning to shift the conversation from efficiency to effectiveness. Our Val Morgan Brand Fame study settled this debate with hard numbers: cinema increases marketing effectiveness by 20 per cent over digital alone and by 13 per cent over combined TV and digital strategies – transformative impact that fundamentally changes ROI calculations. The perfect alignment The GCC climate creates a perfect alignment of factors that savvy marketers are already leveraging: The scorching temperatures drive affluent audiences indoors, with premium malls becoming social hubs for the region's most valuable consumers. Unlike Western markets where warm months mean outdoor activities, our reverse seasonal pattern concentrates high-value audiences in climate-controlled environments. Meanwhile, the film industry schedules its most anticipated releases during this period. This year's summer lineup – 'Mission: Impossible – The Final Reckoning,' 'F1,' 'Jurassic World Rebirth,' 'Superman,' and Arabic productions such as 'Ahmed w Ahmed' – creates appointment viewing for exactly the affluent audiences that most brands struggle to reach effectively. Looking forward: quality as strategy As we approach summer 2025, the post-pandemic shift toward experiential consumption continues to accelerate. Luxury and experience cinema formats are seeing double-digit growth across the region as audiences seek premium experiences worth leaving home for. The choice for brands is increasingly clear: continue chasing the vanishing promise of cheap reach, or invest in environments where audience attention isn't just hoped for – it's guaranteed. In today's fragmented media world, reach will never be your problem. We're all drowning in available impressions. What matters is creating moments that resonate, connect, and drive real business results. It's not about doing more. It's about doing better. And in the GCC, nothing delivers quality engagement quite like cinema. By Ahmed Ramadan, Regional Sales Director, Motivate Val Morgan Cinema Advertising
FACT
25-04-2025
- FACT
Forma serves pizza with a slice of culture
This new pizzeria in Dubai is guaranteed to become a favourite spot in Dubai soon. Dubai is no stranger to good pizza. From favourites like Pitfire Pizza and Blu Pizzeria to name a few, the city has its fair share of places serving up cheesy goodness. And now another exciting restaurant has entered the roster, say hello to Forma. Located within the artsy Al Safa Art and Design Library on Al Wasl Road, Forma is more than just a pizza joint. The space not only offers a laid-back spot for you to enjoy but do it while devouring artisanal pizzas and pieces, and coffee. Step into a space that's as much about vibe as it is about food. Imagine stepping out of Jumeirah's public library and right into a with handcrafted pies and specialty coffee. Yep, it's that kind of place. Forma is designed as a stylish cafe-meets-pizzeria that merges art and flavour. Situated next to the Jumeirah public library, the venue follows the same notes with its shelves, artsy details and minimal aesthetics. Cosy indoor corners and breezy outdoor seating will ensure that this place is perfect. From solo reading sessions to group pizza outings, this is where it's at. Forma's pizza menu includes tons of delicious options. While Margherita and Pepperoni-like classics grace the menu, it also offers unique tastes such as Bacon Pistachio, Hot Chicken and Miso Corn. Apart from pizza, you can indulge in the Burrata Poppers and Crispy Prawn to name a few. Pair these up with signature sips and desserts that'll make sure you keep coming back for more. Forma is backed by Belhasa Hospitality, which is also the brains behind NAC, Berenjak, and many others. So expect this new venture to draw in massive crowds too. With an artsy space, laid-back ambiance, and a flavour-packed menu, Forma is set to become a new favourite for all. GO: Follow @formauae on Instagram for more information.
FACT
23-04-2025
- FACT
Emmy Squared Pizza is popping up in Riyadh
The pop-up will only run for two weeks. Pizza is everyone's best friend. Whether you like a classic Margherita or one with wild toppings, pizza promises deliciousness with every slice. Riyadh already has some pretty great pizza joints, but now, the capital is about to get a serious upgrade with the arrival of Emmy Squared Pizza. But there's a catch. Starting 24 April, Emmy Squared Pizza will be found at VIA Riyadh. Running for a limited time only, you have two weeks to devour this cheesy goodness. Emmy Squared Pizza is unlike other pizza joints. It offers Detroit-style pizzas that come in squares with crispy, cheesy edges and thick crusts. While details of the menu at the Riyadh pop-up haven't been unveiled, you can expect to indulge in the Roni Supreme, Burrata Margherita, The Deluxe and The Classic to name a few. Their vegan options are on point too, featuring Classic Vegan and Chili Cauliflower pies. One of their favourite and must-have dishes is the Le Big Matt burger. Pair this up with their signature waffle fries and a milkshake for an indulgent cheat day. Emmy Squared has already made a mark in the UAE, with Abu Dhabi and Dubai outposts. In Saudi Arabia, the Jeddah Yacht Club branch has brought the same goodness to the Red Sea city. And now, with all the buzz, this Riyadh pop-up could be testing the waters for something more permanent in the capital. So if you're in Riyadh and love good food, make your way to Via Riyadh. You've got two weeks to grab a slice of Emmy Squared goodness and trust us, you won't want to miss this one. GO: Visit for more information.
